B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
71%
71% -- share of participants not rating companies highly on any brand measure for brand assessment participants (2025)
71% of participants did not rate their companies highly (rating 8 or higher out of 10) on any of the surveyed brand measures.
- Sample pool is non-representative
- Self-selected brand assessment
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
71%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
30
Freshness
95
Source
Denise Lee Yohn
Primary
Tier B
https://deniseleeyohn.com/companies-dont-great-brands-brand-assessment-results/ ↗
Source Article
Most Companies Don't Do What Great Brands Do: Brand Assessment Results - Denise Lee Yohn
Most Companies Don’t Do What Great Brands Do: Brand Assessment Results
Only 6% of surveyed companies are doing what great brands do. This and other results were gleaned from participation in the brand assessment that I recently invited my blog readers and newsletter community to take.
The brand asse…
Original Research
Denise Lee Yohn
· Original study ↗
Methodology
Self-selected brand assessment survey of author's blog readers and newsletter community
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
brand assessment participants: 71% share of participants not rating companies highly on any brand measure. Source: Denise Lee Yohn (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/companies-low-brand-ratings-71pct
HTML Embed
<blockquote cite="https://lighthousedata.io/data/companies-low-brand-ratings-71pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- share of participants not rating companies highly on any brand measure for brand assessment participants<br><small>Source: Denise Lee Yohn (2025) · <a href="https://lighthousedata.io/data/companies-low-brand-ratings-71pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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